Gossip Girl actress Blake Lively has been cast as the face of Gucci Première, the Italian fashion house's next female fragrance. Blake fronts the print campaign, shot by Mert & Marcus, and commercial directed by Drive's Nicolas Winding Refn. The short film debuts at a special event during the Venice Film Festival on September 1, at 8pm CET. 'In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood's golden era. Blake's unique style and charisma brings that allure to life in a very contemporary way,' comments Gucci Creative Director Frida Giannini on the decision to sign the actress. Gucci Première launches exclusively in Selfridges on July 5, Harrods on July 11, and nationwide from July 25.